A Smart Bear · Jason Cohen
articleprinciple"Authentic" is dead. And so is "is dead."
28 July 2024Profit
Source excerpt
About A Smart BearIt's lazy writing. It's boring and undifferentiated. Say something meaningful, specific, evocative, so your website wins, and you can be proud of it.
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What a founder can learn
Founder takeaway
Replace generic claims and tired slogans with specific language that shows exactly what makes your product valuable and different.
Why it matters
Vague copy makes your company sound interchangeable. Concrete, evocative positioning helps customers understand why they should care and gives your brand a more memorable voice.
Put it to work
Audit your homepage for clichés and broad claims. For each one, ask: What specific customer, problem, outcome, or product truth can we state instead?
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